Fostering Rural-Urban Synergies through Extended Reality and Social Innovation
The recently concluded Synergy Days 2024 in Barcelona saw the RURBANIVE project take center stage with a strong presence at one of Europe’s most important conferences dedicated to digital innovation in the agri-food sector. Held at the World Trade Center Barcelona on 14-15 October, Synergy Days 2024 brought together digital innovators, European Union projects, policymakers, and key stakeholders to foster connections and explore opportunities to drive future development in the agri-food industry.
RURBANIVE’s participation, represented by the coordinator team of I-SENSE Group/ICCS and reframe.food as communication leaders, was a resounding success, marked by a series of impactful engagements including an exhibition booth, a project pitch, and a dynamic workshop focusing on rural-urban synergies through cutting-edge technology and social innovation.
RURBANIVE Exhibition Booth: Connecting Rural and Urban Areas through Innovation
Throughout the two-day event, RURBANIVE’s booth, powered by reframe.food, served as a vibrant hub for exploring the project’s mission of bridging the gap between rural and urban communities through sustainable, innovative solutions. Attendees were invited to discover how RURBANIVE is leveraging research and technology to create resilient rural-urban networks aimed at building a smarter future.
At the booth, visitors engaged with hands-on displays showcasing the Rural-Urban Enablers – innovations that the project is developing in the domains of Circular Bioeconomy, Ecosystem and biodiversity restoration, Improving logistics and shortening value chains, User engagement, empowerment, society and territorial awareness, Culture, landscape and heritage access and promotion, and Enhanced mobility to foster synergy between urban and rural areas. The immersive content allowed stakeholders from various sectors to experience how the project is addressing social challenges, enhancing the local economy, and creating stronger community ties across diverse geographic settings.
This interactive experience was complemented by informative discussions with the RURBANIVE’s communication leaders reframe.food, which highlighted the project’s focus on sustainable rural-urban connections. The booth showcased the potential for innovative technologies, such as extended reality (XR), to play a transformative role in shortening supply chains, enhancing ecosystem restoration efforts, and promoting greater collaboration between rural and urban communities.
RURBANIVE Project Pitch: Leading the Conversation on Rural-Urban Resilience
One of the highlights of the RURBANIVE participation at Synergy Days 2024 was the project pitch presented by Dr. Kostas Naskou of the project’s coordinator, ISenseGroup/ICCS. This session provided a comprehensive overview of the project’s key objectives and strategic goals, underscoring RURBANIVE’s contribution to the Horizon Europe framework.

The pitch emphasized RURBANIVE’s role in fostering social and technological innovations in six (6) key domains known to favour bi-directional urban-rural synergies and building up well-being economies. By focusing on the need for balance between these areas, the presentation demonstrated how the project is driving long-term change and improving life in rural communities.
Kostas Naskou highlighted key takeaways on building sustainable rural-urban connections and offered insights into how RURBANIVE’s initiatives are shaping the future of local communities by promoting collaboration, sustainability, and resilience. This presentation captured the attention of a diverse audience of policymakers, researchers, and industry professionals, further positioning RURBANIVE as a leader in fostering sustainable growth in the rural areas.
Workshop on Extended Reality: A Catalyst for Rural-Urban Synergies
Another standout moment of the event was RURBANIVE’s workshop on “Extended Reality as a Catalyst for Rural-Urban Synergies in the Agri-Food Sector,” led by RURBANIVE’s coordinator team from the I-SENSE Group/ICCS. This session provided participants with a hands-on experience in exploring how extended reality (XR) technology will be employed by RURBANIVE’s six Rural-Urban Enablers to facilitate end-users across borders and specificities to develop their cultural literacy and sensitivity in an inclusive setup supporting experimentation and innovation.
The workshop demonstrated how XR can be applied to real-world challenges in the agri-food sector, including the improvement of supply chain efficiency, ecosystem restoration, and the promotion of sustainable practices. Participants were captivated by live demonstrations of XR technology, illustrating its role in bringing stakeholders together to foster rural-urban synergies and facilitate better communication across diverse communities.
Discussions during the workshop delved into how XR can bridge the gap between complex ideas and practical solutions, particularly in addressing the pressing challenges facing the agri-food sector today. Participants explored the potential of this technology to not only drive innovation but also to support sustainable growth by enhancing rural-urban collaboration.
RURBANIVE’s Vision for the Future
RURBANIVE’s strong presence at Synergy Days 2024 was a testament to the project’s commitment to creating more balanced and resilient rural-urban networks. By showcasing its work at the intersection of technology, sustainability, and community engagement, RURBANIVE following its multifaceted communication strategy, implemented by reframe.food, successfully communicated its vision for fostering greater collaboration and innovation between rural and urban areas.

As the project continues to build momentum, the insights gained and connections made at Synergy Days 2024 will play a pivotal role in shaping future developments. By continuing to bridge the gap between social and technological innovations through an XR approach, RURBANIVE aspires to make a lasting impact on how rural and urban communities interact, collaborate, and thrive together.